2024

PIP & NUT

Digital Marketig CampAign Plan
Submitted by: XYZ
Executive Summary:
This report is a digital marketing strategy for Pip & Nut, a British manufacturer and seller of
peanut and nut butter products. The SOSTAC framework reveals opportunities for expanding the
reach of the audience and increasing website sales by promoting social media marketing, content
marketing, SEO, and mail campaigns. These metrics like conversion, overall acquisition cost, the
visitors, and user traffic will determine the success level of the campaign and its achievements to
the business goals.

The key suggestions that are worth for a further detailed consideration entry into TikTok market
to connect with the younger generation, cooperation with representatives of the fitness industry
to promote a healthy lifestyle, promotion through AI advertising, developing concepts and
initiatives on the topic of sustainability to draw attention to environmental issues, periodic
campaigns timed to coincide with a specific season. To that end, these strategies are geared
towards enhancing the firm’s online marketing strategies, capture the right audience and espouse
major digital marketing goals among them being Pip & Nut.

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Table of Contents
Executive Summary:.................................................................................................................................1
1. Introduction.......................................................................................................................................3
2. Situational Analysis (SOSTAC FRAMEWORK)............................................................................3
3. Digital Marketing Tools and Techniques..........................................................................................7
4. Monitoring and Measuring Success.................................................................................................8
5. Recommendations..............................................................................................................................8
6. Conclusion..........................................................................................................................................9
References.................................................................................................................................................10

List of Figures
Figure 1: Founder of PIP & NUT...............................................................................................................3
Figure 2: Custom PIP & NUT Tea Towel...................................................................................................6
Figure 3: PIP & NUTS Bundle Offers........................................................................................................7

List of Tables
Table 1: SWOT Analysis..............................................................................................................................4

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1. Introduction
This is Pip & Nut, which started in 2013, and produces healthy, organic, palm oil-free nut butters
in the UK. Sustainability and health products remain as the primary focus of the brand. The
competition in the natural food segment is expanding, and, therefore, Pip & Nut wants to
improve its online visibility to appeal to millennials and Gen Z consumers who are involved in
maintaining a healthy lifestyle. This plan relies on the maximum expansion of the coverage area
in the online space and increasing activity using techniques that do not negate the principles of
the brand’s activities (Nut., 2024).

Figure 1: Founder of PIP & NUT

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2. Situational Analysis (SOSTAC FRAMEWORK)
SWOT Analysis

Strengths Weaknesses Opportunities Threats

Strong brand identity
rooted in Limited budget Growing demand for Intense competition from
sustainability and compared to natural, sustainable established brands and
health. market leaders. products. new entrants.
Reliance on Economic uncertainties
online distribution Rise of social media affecting consumer
Loyal customer base. channels. as a marketing tool. spending.
Table 1: SWOT Analysis

PESTLE Analysis

Political: The government support for sustainable products raises, this created a right
atmosphere for companies promoting sustainable products.
Economic: Inflation may limit customers buying power and thus modify their spending
pattern and reduced spending on products such as the special steaks and wines.
Social: The tendencies to seek for ethical goods lead to the enhanced consumer demand
for natural and healthy foods and products.
Technological: Technological advancement in production also has an impact of
improving quality of the products and makes them more sustainable. In addition, the
advancement of artificial intelligence and machine learning gives a new way of viewed
marketing with customers in terms of digital marketing.
Legal: Some regulations should require certain treatment to avoid possible legal
sanctions and to preserve its image: Also, legal issues like GDPR need to be followed to
protect the customers’ information while exercising digital marketing and it’s important
to know the changing laws to be in a position to deal effectively with them.
Environmental: This includes an efficient sourcing of raw materials, environmentally
friendly packaging, and low carbon footprints. It is important that firms report their
environmental activities to the public as a way of gaining customer confidence from the
environmentally sensitive customers. Ensuring that a company adopts environmentally

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 friendly policies goes further than satisfying the market’s demands but will also have
lasting effects on the environment.

Competitor Analysis

These are “Meridian Foods and Whole Earth”. Two brands reign in the segment of natural nut
butter, both using leading digital tactics such as influencer marketing and blogging with SEO.

Customer Segmentation

Primary audience: The consumers target are health-wise conscious young people from the
millennial and Gen Z generation, preferably those within the urban areas.

Secondary audience: Those in search of family foods and those who prefer enhancement of
their physical form by taking natural foods.

SMART Objectives:

Generate at least 30% more website traffic within the first half of the year through
organic and paid digital promotion.
Increase current sales through web sales by 20% within the campaign duration.
Increase the followership on Instagram and TikTok accounts by 25% within the next
three months so that the brand could be famous.

Strategy

Learn to make use of content marketing in a way that will pass information to customers
about sustainable eating.
Otherwise engage dedicated social media promotion on specific groups focusing on
health-conscious customers.
Design the website for the purposes of e-commerce to be as user-friendly as is possible
and ensure that it is mobile friendly in some ways.

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Tactics

Social Media Marketing: This includes Reels on Instagram, TikTok trends and
collaborations with micro- influencers.
Content Marketing: Instructional blog articles and dishes including Pip & Nut products.
SEO: Choose proper keyword that has high click through rate such as “sustainable nut
butters”.
Email Campaigns: Special emails which include discount coupons and healthy tips.

Actions

Create a six-month blog, social media and e-mail marketing plan.

Find 10 relevant micro-influencers to work with in order to reach the target demographic.
Begin PPC advertising to the Heath conscious and Environmental conservation conscious
clients in UK

Control

Key Performance Indicators (KPIs):

Website Traffic Growth (Google Analytics).

Number of sales, leads and other intentions generated from social media campaigns.
Likes per post on the Instagram and TikTok accounts.
The cost of gaining new customers, also known as cost of acquiring them, or more fully,
customer acquisition costs (CAC).

Figure 2: Custom PIP & NUT Tea Towel

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3. Digital Marketing Tools and Techniques
1. Social Media Marketing
Platforms: Instagram, TikTok, and Facebook.
Strategy: Post delicious images giving information on the recipes and other tales that are
MH related (Huang, 2024).
2. Search Engine Optimization (SEO)
Increase blog relevance by concentrating on such keywords as “healthy nut butter
recipes.”
3. Email Marketing
Target or segment emails with content that changes according to the choice of the
customers.
4. Content Marketing
Blogs: Nut butters – Some recipes and their potential health benefits.
Videos: Straight-forward recipes to create with Pip & Nut products for the purposes of
posting on Instagram and YouTube.
5. Pay-Per-Click (PPC)
Google Ads should use keywords such as “sustainable nut butters UK.”
6. Website Optimization
Make the web pages to load as faster as possible and make them mobile friendly (Wu,
2024).

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 Figure 3: PIP & NUTS Bundle Offers

4. Monitoring and Measuring Success

Tools:
Monitoring website changes using Google Analytics.
Social media tips for knowing the engagement level of your audience.
Email Campaign tool for Open and Click through rates.
Metrics:
Doubling of click-through rate and the number of key phrases clicked on an
average by a user per session by 3 Increase in the frequency of the site’s visit by
30%.
The engagement rates on social media higher or equal to 5%.
Decreasing customer acquisition cost by 15% (statista, 2024).

5. Recommendations
1. TikTok Campaign:

Expand your reach to the younger audience by having short fun videos. The dynamic nature of
this TikTok platform can hike up awareness of the brand. For Example, quick recipe tutorials
showing Pip & Nut products to attract more traffic to the website.

2. Fitness Influencer Collaboration:

Engage with influencers who promote healthy living to their followers. Partnering with the right
influencers, those who share the values of Pip & Nut, will bring the right target audience
interested in health and wellness.

3. Harness AI for Personalization:

Use AI for providing personalized recommendations and content to clients. Pip & Nut can
analyze the behavior of the customer and their preferences through the help of AI. It can deliver
personalized product suggestions, content, and campaigns.

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4. Sustainability Campaigns:

Create a whole campaign that revolves around eco-friendly practices such as recyclable
packaging, sustainable sources of ingredients, and sympathy towards the environment. Make
sure the narratives carve out a deeper connection for the audience with the brand.

5. Seasonal Campaign Launch:

Provide advertising on products with special recipes and discounted rates for key seasons and
holidays. Take advantage of heightened consumer spending during holidays and special
occasions by capitalizing on seasonal campaigns. Offer limited-time deals, recipe themes during
specific seasons, or gift bundles to aid in sales. Use social media, email marketing, and PPC
advertisements to expand the reach.

6. Conclusion
This digital marketing plan is in congruency with Pip & Nut’s vision of putting out ‘healthy
snacks for healthier planet’. By using social networking, website optimization and sending
individual targeted e-mail messages, the objective of the brand enhancing attention, interest, and
final sales can be reached. The outlined strategies and tools make provision for quantitative
outcomes with the foundation for long-run growth prepared.

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References
Huang, C. a. W. Y., 2024. Research on the Integration of Online and Offline Channels in Marketing..
Highlights in Business, Economics and Management,, pp. 37, pp.455-462..

Nut., P. &., 2024. Official Website. [Online]

Available at: https://www.pipandnut.com/

statista, 2024. Food - United Kingdom. [Online]

Available at: https://www.statista.com/outlook/cmo/food/united-kingdom

Wu, C. W. B.-C. D. &. B.-G.-T. C., 2024. The empirical study of digital marketing strategy and performance
in small and medium-sized enterprises (SMEs).. Technological Forecasting and Social Change,, pp. 200,
123142..

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